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Other Optimization

10 experiments testing other changes across Direct Energy and NRG brands. Win rate: 20%. 2 winners found.

4 findings4 validated1% avg success rateMedium ConfidenceOther

Key Findings

Clarity

WinnerLow Confidence

Winner: Clarity.

Expected Lift
2.8% – 5.2%
Success Rate
1%
Type
winning pattern
Plain-language summary: This other test showed a +3.99% improvement. Projected annual revenue impact: $15,402. The winning approach should be implemented as the new default.
brand:Direct Energyteam:Canadaorg:NRGtype:quantitativefactor:Clarityfocus:Layoutfocus:Stylingundefined:undefinedcomponent:Filter/Sortevidence:Test Archiveevidence:Heuristic/Best Practicepsychology:Choice Architecturelever:Usabilitylever:Choice

US North Address Bar

WinnerMedium Confidence

Hypothesis: QA addresses: [https://docs.google.com/spreadsheets/d/1pfUmTS3S2uq4h4wvflqRAytkINTIxcilof04Mpcjb8A/edit#gid=1372449729|https://docs.google.com/spreadsheets/d/1pfUmTS3S2uq4h4wvflqRAytkINTIxcilof04Mpcjb8A/edit#gid=1372449729|smart-link]

Winner: US North Address Bar. QA addresses: [https://docs.google.com/spreadsheets/d/1pfUmTS3S2uq4h4wvflqRAytkINTIxcilof04Mpcjb8A/edit#gid=1372449729|https://docs.google.com/spreadsheets/d/1pfUmTS3S2uq4h4wvflqRAytkINTIxcilof04Mpcjb8A/edit#gid=1372449729|smart-link]

Expected Lift
6.9% – 12.8%
Success Rate
1%
Type
winning pattern
Key Learnings

Hypothesis: QA addresses: [https://docs.google.com/spreadsheets/d/1pfUmTS3S2uq4h4wvflqRAytkINTIxcilof04Mpcjb8A/edit#gid=1372449729|https://docs.google.com/spreadsheets/d/1pfUmTS3S2uq4h4wvflqRAytkINTIxcilof04Mpcjb8A/edit#gid=1372449729|smart-link]

Plain-language summary: This other test showed a +9.83% improvement. Projected annual revenue impact: $51,456. The winning approach should be implemented as the new default.
brand:Direct Energyteam:Canadaorg:NRGtype:quantitativedevice:Desktopdevice:Mobiledevice:Tabletfactor:Clarityfactor:Distractionfactor:Anxietyfocus:Stylingevidence:Test Archiveevidence:Heuristic/Best Practicelever:Usabilitylever:Attentionlever:Distraction

Combination

LoserMedium Confidence

Loser: Combination.

Expected Lift
-4.1% – -7.6%
Success Rate
0%
Type
losing pattern
Plain-language summary: This other test showed a -5.82% impact. The control outperformed the variant, indicating this approach should be avoided. The insight protects against potential revenue loss.
brand:Direct Energyteam:Canadaorg:NRGtype:quantitativedevice:Desktopdevice:Mobiledevice:Tabletfactor:Clarityfocus:Layoutundefined:undefinedevidence:Test Archive

US North

LoserLow Confidence

Loser: US North.

Expected Lift
-3.2% – -6%
Success Rate
0%
Type
losing pattern
Plain-language summary: This other test showed a -4.58% impact. The control outperformed the variant, indicating this approach should be avoided. The insight protects against potential revenue loss.
brand:Direct Energyteam:Canadaorg:NRGtype:quantitativedevice:Desktopfactor:Relevancefactor:Value Propositionfocus:Layoutfocus:Stylingfocus:Copyevidence:Heuristic/Best Practicelever:Motivationlever:Value Statementlever:Value Proposition

Frequently Asked Questions

What is the "Other Optimization" insight cluster?

This cluster aggregates 4 research findings, test results, and optimization principles related to other optimization. Each entry includes expected lift ranges, confidence levels, and source attribution so you can evaluate applicability to your own tests.

How reliable are the expected lift ranges in this cluster?

Lift ranges represent aggregated outcomes from multiple experiments and research sources. They are directional estimates, not guarantees. Your actual results will vary based on traffic volume, audience, current baseline, and implementation quality. Always validate with your own A/B test.

How do these findings apply to Other optimization?

These findings are specifically relevant to other optimization. Use the expected lift ranges to prioritize your testing roadmap and the key learnings to inform your hypothesis development.

Where does the data in this cluster come from?

Data is sourced from published UX research, aggregated experiment data across multiple organizations, industry studies, and validated internal findings. Each entry includes its source type so you can assess credibility. Entries marked as validated have supporting statistical evidence.

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